Medical affairs is at an inflection point, driven by evolving go-to-market models, technological advancements and shifting stakeholder expectations. Traditional personal-driven engagement, particularly through medical science liaisons (MSLs), has long been the gold standard for scientific exchange. However, the rise of digital platforms and nonpersonal channels presents an opportunity to scale knowledge dissemination, enhance engagement efficiency and improve access to key opinion leaders (KOLs).
This white paper explores how medical affairs organizations can redefine their scientific education strategies by balancing personal and nonpersonal methods. ZS’s proprietary research reveals a growing KOL preference for nonpersonal, digital interactions, with 54% of scientific knowledge gained by KOLs now stemming from nonpersonal sources. This underscores the importance of nonpersonal content such as websites, online video meeting platforms, live and interactive webinars, mobile applications, congresses and other digital channels.
Nonpersonal channels present challenges of their own, of course. Organizations must strive to ensure personalization, maintain scientific credibility and measure their impact effectively. By leveraging advanced analytics, teams can identify optimal engagement strategies and ensure investments align with patient outcomes and scientific impact.
The future of medical affairs lies in integrating nonpersonal channels alongside traditional MSL-led engagement. A data-driven, patient-centric approach will empower organizations to optimize investments, enhance KOL engagement and ultimately drive better healthcare decisions. And by establishing practice change as a north star with patient outcomes at the center, a nonpersonal or digital push by pharmaceutical companies empowers KOLs to both take the most impactful actions for patients and reach more patients than they would using personal resources.
This white paper provides a roadmap for medical affairs leaders to embrace a hybrid engagement model, ensuring they remain future-ready in an increasingly digital and dynamic landscape.
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